Digital Marketing Exam #2 Questions
with Correct Answers
When should you use a pre and post test? How does it work? - ANSWER-If you can't
ethically or logistically assign study subjects to different groups (like with an A/B
Test), you should use a pre and post test strategy instead.
1) Decide on a clear time marker for when the change happens (e.g. price change,
process change, design change, etc.)
2) Define a time run for the test period and execute the test
3) Using predictive analysis, you can estimate what the trend would have been had
you not done the intervention
- The difference between you actual outcomes and the predicted outcome had you
not done an intervention is your treatment effect
4) After assessing the data and trends, decide if the change is really worth keeping
What is a customer review? - ANSWER-reviews of a product or service made by a
customer who has purchased and used, or had experience with, the product or
service. They are a form of Electronic Word of Mouth.
How do customer reviews fit into our frameworks? - ANSWER-Customer reviews are
EARNED content.
They provide value for customers mainly in the CONSIDERATION/EVALUATION
stage
They may occupy the PROMOTION category of the marketing mix
They have an impact on firm value
What are the 3 key reasons that make online reviews important for a business? -
ANSWER-1) Surveys indicate that most consumers won't engage with a business
that has less than a 3.4 average star rating
2) Reviews make up 16% of PageRank factors
3) Too many 1 or 2 star reviews harm your SEO Quality Score AND can drive away
over 60% of potential customers
At what point do negative reviews begin to harm your SEO score? - ANSWER-
Having more than 10% of 1 or 2 star reviews will hurt your score!
, When do online reviews matter most to consumers? - ANSWER-If the
product/service is a high involvement, from a brand that is unknown, an infrequently
purchased product, or a product that the customer needs to perform a certain way
(like appliances, non luxury cars, independent restaurants, etc.)
Reviews aren't as important for habitual products, brands that are well known, or
emotional luxury products (like milk, chain restaurants, or designer hand bags and
sports cars)
According to the research study conducted in class, what is the relationship between
volume and valence in terms of customer reviews? - ANSWER-VOLUME >
VALENCE in the minds of consumers
Study showed participants two identical products; one had very good reviews but a
low volume of reviews, while the other had alright reviews but a very high volume of
reviews
Study determined that people would prefer the buy the alright product with lots of
reviews over the highly rated product with less reviews
When can negative reviews be a positive thing (or at least not bad)? - ANSWER-
When content review isn't viewed as being credible by consumers (Consumers tend
to over discount these)
When the product domain is polarizing (Negative reviews can actually serve as
endorsements for some groups)
When it gives the firm an opportunity to build trust by responding
How should you respond to negative reviews - ANSWER-Be timely (within 24 hours
if possible)
Keep the "customer is always right" in mind. Even if it's their fault! Approach with
empathy and understanding.
Recap the situation, even if the review already does that (This shows other
consumers your understanding and fills in any gaps from the reviewer's post)
Fix the problem and describe the fix in the response
(This shows other consumers how you handle service failures)
Try to move the conversation offline. Give them a direct email or phone call.
What 5 factors tend to affect how online consumers interpret and draw conclusions
from reviews they read? - ANSWER-Valence (how positive/negative the review is)
Volume (how many reviews? The more reviews, the more trustworthy you are)
Recency (even 3 months is too old...businesses can change)
with Correct Answers
When should you use a pre and post test? How does it work? - ANSWER-If you can't
ethically or logistically assign study subjects to different groups (like with an A/B
Test), you should use a pre and post test strategy instead.
1) Decide on a clear time marker for when the change happens (e.g. price change,
process change, design change, etc.)
2) Define a time run for the test period and execute the test
3) Using predictive analysis, you can estimate what the trend would have been had
you not done the intervention
- The difference between you actual outcomes and the predicted outcome had you
not done an intervention is your treatment effect
4) After assessing the data and trends, decide if the change is really worth keeping
What is a customer review? - ANSWER-reviews of a product or service made by a
customer who has purchased and used, or had experience with, the product or
service. They are a form of Electronic Word of Mouth.
How do customer reviews fit into our frameworks? - ANSWER-Customer reviews are
EARNED content.
They provide value for customers mainly in the CONSIDERATION/EVALUATION
stage
They may occupy the PROMOTION category of the marketing mix
They have an impact on firm value
What are the 3 key reasons that make online reviews important for a business? -
ANSWER-1) Surveys indicate that most consumers won't engage with a business
that has less than a 3.4 average star rating
2) Reviews make up 16% of PageRank factors
3) Too many 1 or 2 star reviews harm your SEO Quality Score AND can drive away
over 60% of potential customers
At what point do negative reviews begin to harm your SEO score? - ANSWER-
Having more than 10% of 1 or 2 star reviews will hurt your score!
, When do online reviews matter most to consumers? - ANSWER-If the
product/service is a high involvement, from a brand that is unknown, an infrequently
purchased product, or a product that the customer needs to perform a certain way
(like appliances, non luxury cars, independent restaurants, etc.)
Reviews aren't as important for habitual products, brands that are well known, or
emotional luxury products (like milk, chain restaurants, or designer hand bags and
sports cars)
According to the research study conducted in class, what is the relationship between
volume and valence in terms of customer reviews? - ANSWER-VOLUME >
VALENCE in the minds of consumers
Study showed participants two identical products; one had very good reviews but a
low volume of reviews, while the other had alright reviews but a very high volume of
reviews
Study determined that people would prefer the buy the alright product with lots of
reviews over the highly rated product with less reviews
When can negative reviews be a positive thing (or at least not bad)? - ANSWER-
When content review isn't viewed as being credible by consumers (Consumers tend
to over discount these)
When the product domain is polarizing (Negative reviews can actually serve as
endorsements for some groups)
When it gives the firm an opportunity to build trust by responding
How should you respond to negative reviews - ANSWER-Be timely (within 24 hours
if possible)
Keep the "customer is always right" in mind. Even if it's their fault! Approach with
empathy and understanding.
Recap the situation, even if the review already does that (This shows other
consumers your understanding and fills in any gaps from the reviewer's post)
Fix the problem and describe the fix in the response
(This shows other consumers how you handle service failures)
Try to move the conversation offline. Give them a direct email or phone call.
What 5 factors tend to affect how online consumers interpret and draw conclusions
from reviews they read? - ANSWER-Valence (how positive/negative the review is)
Volume (how many reviews? The more reviews, the more trustworthy you are)
Recency (even 3 months is too old...businesses can change)
